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The Art of the Click

How to Harness the Power of Direct-Response Copywriting and Make More Sales

By Glenn Fisher
Cover of The Art of the Click (Paperback) by Glenn Fisher Cover of The Art of the Click (Mobile Phone) Cover of The Art of the Click (Tablet)

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About the Author

Glenn Fisher

Glenn Fisher was born in Grimsby in 1981. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a huge international financial publisher. In 2018, having helped launch and grow Agora Financial in the UK, he began to write ... Read more on Glenn Fisher

Contents Listing

About the author
Preface
Introduction

Part One – Before You Write A Word
1. All Great Copywriters Start Here
2. The Importance of Rote Learning
3. Understanding Your Audience
4. Doing Your Research
5. The Importance of Good Ideas

Part Two – Writing Copy
6. Features Versus Benefits
7. Promise, Picture, Proof and Push
8. Useful, Urgent, Unique and Ultra-Specific
9. Writing Headlines
10. Grabbing and Holding the Reader's Attention
11. Salutations, Fellow Copywriter
12. The Importance of Narrative
13. The Paradox of Testimonials
14. Making an Offer
15. If In Doubt, Cut It Out
16. Time Management Tips for Writing Copy
17. Sell, or Share?

Part Three – The Interviews
18. The King of Research
19. The Million Dollar Man
20. A Friend from Down Under

21. Psst… One More Thing

Acknowledgements
About the author
Preface
Introduction

Part One – Before You Write A Word
1. All Great Copywriters Start Here
2. The Importance of Rote Learning
3. Understanding Your Audience
4. Doing Your Research
5. The Importance of Good Ideas

Part Two – Writing Copy
6. Features Versus Benefits
7. Promise, Picture, Proof and Push
8. Useful, Urgent, Unique and Ultra-Specific
9. Writing Headl ...

Jacket Text

Every business making sales online is engaged in a battle to get customers to click. More clicks equals more sales equals a more successful business.

How do you write copy that will encourage more people to buy from you? How do you persuade customers over the line to make that final buying decision? What is The Art of the Click?

The answer lies in the power of direct-response copywriting.

In this entertaining and highly readable guide, copywriting expert Glenn Fisher boils down over a decade of experience to present a huge array of techniques, tactics and industry secrets to improve your copywriting, get more clicks... and ultimately, get more sales.

You will discover:

-- The single thing every great writer must do if they want to improve.
-- How anyone can learn to write a headline that will stop all potential customers in their tracks.
-- Where to find inspiration and how to feed ideas.
-- How you can get a customer physically nodding along with every word you write.
-- How to avoid waffle and make your copy more succinct.
-- How you can write irresistible offers than no one can refuse.
-- And much more!

Pick up The Art of the Click now to improve your copywriting. You’ll soon be wondering how you ever made a sale without it...

Professional Reviews

Glenn leaps away from meaningless jargon and does what all great copywriters do - he writers directly to the reader as he or she speaks, so you glide through The Art of the Click easily. And you learn along the way with memorable techniques, fun explanations and entertaining anecdotes in what feels like an effortless but brilliant one-to-one masterclass. Vikki Ross, Copy Chief

Glenn Fisher knows an incredibly valuable secret. How to write to complete strangers and get them to part with their hard-earned cash. Now he seems to have taken leave of his senses and published his secret in this book. Any copywriter, hell, any marketeer or business owner, who wants to make serious money should buy a copy. Andy Maslen, author of Write To Sell and Persuasive Copywriting

Whenever you pick up a book on copywriting you expect it to be a bit like a science textbook without the genital graffiti. You know you’ll learn from it, but reading is going to be hard work. That's not the case with The Art of the Click. Glenn has made the book light and enjoyable. It’s funny, engaging and easy to read - even for people like me that struggle to compute anything even remotely technical. Glenn is a master of the craft and this is as good a book as you’ll find on selling things with words. You'll be a better writer for reading it. Well played, Sir. Well played, indeed. Gareth Hancock, That. Content. Shed.

The Art of the Click is a passionate, in-depth and incredibly readable masterclass in direct-response copywriting. Glenn Fisher will show you the winning techniques that have made him one of the UK’s top writers of direct marketing, from in-depth research to holding your reader’s attention and turning it into action. And he tops it all off with three fascinating interviews with masters of the craft. If you want to write copy with real persuasive power, buy this book. Tom Albrighton, Author of Copywriting Made Simple

Glenn is a master of direct-response copywriting. His book is a highly practical guide to making sales with your words. It’s loaded with techniques that you can start using immediately. Whether you write for traditional direct-response or digital media, there are plenty of ideas to take away from Glenn’s book. If you’re a copywriter – or a business owner – you should get Glenn’s book now and start putting his ideas to work for you. Leif Kendall, Director, ProCopywriters

The Art of the Click is a masterful modern interpretation of the time-honoured techniques of direct-response copywriting. Written in the engaging manner you would expect from a copywriter of Glenn’s calibre, it eschews the fluff of most online marketing advice and shows you how to get results. If you want to sell, buy it. Ryan Wallman, Associate Creative Director, Wellmark

The Art of the Click is a compelling collection of practical ideas and tips that will help any aspiring direct-response copywriter improve their skills and sell more for their clients. Richard Shotton, author of Amazon Bestseller The Choice Factory


Media Coverage

Practical E-commerce

“The Art of the Click” explores the power of direct-response copywriting. Veteran writer Glenn Fisher spells out the techniques, tactics, and secrets to improve your copywriting and get more ...

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The Click and Convert Podcast

In this interview, Glen delves into the wisdom behind his recent publication ‘The Art of the Click: How to Harness the Power of Direct-Response Copywriting and Make More Sales’, covering a range ...

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Ranconteur

"Your idea must be inherently sound, believable and prove something the reader suspected was true,” says copywriting expert Glenn Fisher in The Art of the Click. “People buy good ideas they want ...

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ReadCity Writing

"I interviewed Glenn Fisher the Author of The Art of Click from All Good Copy..."

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Mooch Creative

Last week we added "The Art Of The Click" by Glenn Fisher to the Mooch Library. Below are our nifty little guides that can help you with everything from Social Media to Augmented Reality, check them ...

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The Marketing Society: The Library

Giles Lury reviews “The Art of the Click” by Glenn Fisher
Having just read a book on how to improve your persuasive copywriting skills, I’m now supposed to write an entertaining, informative ...

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Business Book Awards

You see, after I realised my error in attempting to blindly follow someone else’s path, I more wisely set about pursuing my own.
In doing so, I found a publisher who was interested in my idea, the ...

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Left B.R.A.I.N Blog

Promise, Picture, Proof, Push.

It’s a much better, more, – ahem – actionable alternative to the classic AIDA. Who the heck ever understood how to write for interest rather than desire (or ...

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Ask Direct: Askblog

Maybe you’ll think this is obvious.

I didn’t.

So I thought I’d share.

In the “Art of the Click”, Fisher explained the importance of highlighting benefits over features.

Features ...

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Call to Action Podcast

Armed with a fishing pole and a tasty bait of Hemmingway, we caught none other than Glenn Fisher.

Arguably the most famous person to be born in Grimsby (by default), Glenn became a copywriter ...

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